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It's the eternal question that perplexed Sigmund Freud, but Phantom Developments will try to answer it with its Jade condominium development.

The midrise condo, to be launched this month near Bayview Ave. and Sheppard Ave. E., will offer a host of female-friendly features intended to appeal to women buyers while not alienating their male counterparts.

Women's clout in the consumer market is undeniable according to various studies. They influence 90 per cent of home-buying decisions, the Financial Post reports.

“I don't have exact numbers but I can tell you the vast majority of condo purchasers are strongly influenced by female buyers, whether they are single or part of a couple,” says Hunter Milborne, president of Milborne Real Estate, who has been part of the Jade team.

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“A lot of the time a building is designed by a lot of men and too often there are not enough women in the room. This time I was almost like the token guy (Jade's architect, interior designer and sales team are female) and it was a very collaborative process.”

Yes, Jade involves the same people behind Phantom Industries, a leading manufacturer of women's hosiery since the 1950s. (Its Silks brand is the best selling pantyhose in Canada.)

When the family-owned business decided to go ahead with the Jade condo project, it seemed only natural to apply what it already knows about female consumers.

“There are so many condo sites, and although we have a great location and a contemporary boutique building, we felt we needed to have a marketing edge and decided to approach the female angle,” explains Henry Strasser, a principal of Phantom Developments.

(Some features will be standard; others are upgrades.)

Phantom has previous experience in the local condo market. In the 1990s, it built 1001 Bay, a 35-storey highrise condo, and the Emerald Gates townhouse complex at Bathurst and Steeles. It has amassed a large portfolio of industrial and commercial buildings and has been involved in investing in condo projects as a silent partner, says Strasser.

When a site in a prime location became available in August 2009, Phantom decided to take a more active role and Jade is the result. The seven-storey building will have 168 units.

“It's very different how suites are marketed, with different launches. You'll have a broker launch, a VIP launch, one for outside agents, then the public. The process is different. I find the market is a lot more sophisticated now. The brochures are slicker. You have an Internet presence, and you have to be everywhere, in a lot of media.”

The female-friendly condo concept was embraced by designer Tania Richardson, a principal in Tomas Pearce Interior Design Consulting Inc. and her team.

“It's very exciting for us to gear a design to a specific gender,” says Richardson. “The basic design palette is very modern and clean and will appeal to both genders. We were able to mix male and female elements. It's about small details that will appeal to women. We included the men in our office in the team too, as we didn't want to over-feminize it.”

She adds: “It's such a simple concept, yet no one has capitalized on it before. If there's a developer who understands women, it's the Strassers.”

Safety is a big concern for female buyers, so security features get high priority. There will be a 24-hour concierge, a well-lit underground parking garage and lots of mirrors in the hallways and common areas to offer visibility from all angles. As well, there are extra security cameras in the garage and elevators.

“We'll also have a fob-style access key, similar to what you get with a car, so it's easy to use when your hands are full,” says Richardson.

One of Richardson's pet peeves about typical suite interiors is the bad lighting in the bathrooms, usually a few bulbs directly over the sink.

“There's nothing worse than that when you are trying to put on makeup,” says Richardson. “We've integrated face level lighting on either side of the mirror to help when women are applying makeup.”

The receptacles are in place and it's up to the buyer to install the sconce of their choice in the bathroom. Floating shelves and drawers will be offered above the water closet.

In recognition that many women enjoy soaking in baths, tubs will be a generous 66 inches long instead of the standard 60 inches.

Kitchen can come with lower cabinets for women who struggle to reach high shelves. There will be kitchen drawer organizers and a single-lever faucet which can be operated by the wrist or forearm if hands are dirty. (Bathrooms come with a single-lever faucet too.)

The modern-designed kitchen will have different finishes between the lower and upper cabinets, granite or Caesarstone countertops, and stainless steel appliances. Some boast signature lacquered islands.

Women will appreciate a microwave oven fitted at waist level, so they don't have to struggle to lift heavy dishes from a height above their heads.

“We're also going to include some open shelving, which is really great as it allows women to stylize their kitchens and add their own flair,” says Richardson. “In the model vignette, we are using art, a big blowup shot of a kiwi, behind the shelves to show purchasers how they can customize it to their own taste.

And other features she feels will resonate with women include the shoe towers and closet organizers that can be added to a suite.

“Organizers are a big trend, especially in condos where space is limited. Women like to have everything organized,” says Richardson. “They make the closet feel like your own personal little boutique.”

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